Photos alone are no longer enough to showcase your spa and wellness spaces. Video is equally as important, and it allows you to share much more, including testimonials, treatment and product demonstrations, facility tours, even home-care tips and advice from your team. All this can then be distributed via social media, your website, newsletters and the media.
The latest video marketing statistics show that 86% of marketing professionals use video as a tool (Wyzowl 2021), 54% of consumers want to see more video content from a brand or business they support (HubSpot 2018) and nearly three-quarters (74%) of marketers say video has a better return on investment than static imagery (Biteable.com).
Whether you want to enhance your usage of video or begin a video campaign, there are many options to consider and decisions to make. DIY or hire a pro? How do you manage lighting? What do you showcase?
Jason Parmer, owner and director of marketing and media firm Dapper, suggests beginning the video planning process by deciding what you want viewers to remember about your spa. “If yours is a high-tech, cutting-edge facility, focus on making the space look clean and finding creative ways of showcasing the technology you use. If your space isn’t particularly beautiful on its own, focus on the personal experience, people and services offered,” he says.
Lighting and Audio
Once you decide on the messaging, tone and takeaways, it’s time to think about logistics. Lighting sets the mood and tone for videos. To produce the best lighting, Parmer suggests using natural light from windows, which is great for illuminating spaces. It’s important to place the interviewee facing a window, not with their back to it, which creates a silhouette effect.
Known for her communication skills and media relationships, Debra Locker has worked in PR and journalism for nearly three decades. She is the president of Debra Locker Group (debralockergroup.com), an agency specializing in lifestyle, spa, wellness and beauty. Prior to becoming an entrepreneur, Locker was the PR director for the International SPA Association (ISPA), as well as a TV journalist.